This holiday season, a group of America’s biggest retail chains is making a noticeable shift — stepping away from the catch-all “Happy Holidays” and returning to the classic, unmistakable greeting: “Merry Christmas.”
And it’s not a coincidence. It’s a strategy.
Ten major retailers — Hobby Lobby, Belk, Nordstrom, Home Depot, Walmart, Macy’s, JCPenney, Bass Pro Shops, Lowe’s, and Toys “R” Us — are weaving “Merry Christmas” back into their ads, store décor, employee greetings, and online messaging. These aren’t small brands testing a niche audience. They’re national leaders signaling that Christmas-specific language is not only welcome, but central to the shopping experience again.
Why the Shift?
For years, companies leaned heavily on “Happy Holidays” to stay broad, safe, and inclusive. It covered every celebration without committing to any single one. But in doing so, something got lost — the warmth and familiarity that used to define December shopping.
Retailers know customers respond to emotion. Nostalgia sells. Tradition sells. And Christmas, culturally and commercially, carries a unique weight that no generic greeting can match.
This time, big brands aren’t tiptoeing. They’re embracing the season outright.